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Author: Brad Johnson

Brad Johnson is an author and blogger who helps writers discover their niche, build successful habits, and quit their 9-5. His books include Ignite Your Beacon, Writing Clout and Tomes Of A Healing Heart. For strategic content and practical tips on how to become a full-time writer, visit: BradleyJohnsonProductions.com.

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They say opposites attract.

That holds true, even in a Hero’s Journey story.

And while you may craft opposing characters who find themselves attracted to one another, you would be wise to study these universal relationships—also known as themes—that great stories have utilized for generations to the benefit of their readers.

5 Essential Hero's Journey Themes and Symbolic Archetypes That Will Thrill Your Readers

Here are the five essential Hero’s Journey themes that will thrill your readers!

What Is a Hero’s Journey Theme?

As we get started, let’s define just what kind of “relationship” we’re talking about here.

In a Hero’s Journey, a symbolic relationship is a Situational Archetype that tends to recur throughout storytelling history. It is a situation in which two characters or forces are symbolically set in opposition to one another, mirroring the way opposing forces tend to collide, harmonize, and balance over time in the real world.

The beauty of these Situational Relationships is that they function like the utilities of a well-constructed building: They’re invisible. Only a reader with a trained eye will be able to detect your intentions.

Another benefit of using these Situational Relationships is that they resonate with readers of all ages and backgrounds. They are simple and easy to understand.

They’re also commonly known as themes, driving concepts underpinning stories from start to finish.

Yet they are inherently ripe with opportunity for deep exploration and clever innovation. That’s why, after explaining each theme, I’ll provide some “Tips for Innovation” so you can hit the ground running with these essential archetypes!

5 Themes of a Hero’s Journey

Ready for the five Hero’s Journey themes? Let’s get started!

1. Good vs. Evil

Perhaps the most obvious Situational Archetype is the classic dichotomy between the forces of Good and the forces of Evil. This trope has been successfully used by storytellers like George Lucas and classic Western authors to great success.

In this theme, your protagonist and their companions are on the side of Good. They defend values such as Freedom, Compassion, Justice, and Mercy.

What they ultimately represent, though, is Selflessness. These are the kind of people who would sacrifice their desires, and even their own lives, for the sake of others. That is what we have come to define as “Good.”

Evil,” therefore, stands opposite to this. Evil embraces Control, Pain, Injustice, and Cruelty, all for the sake of acquiring as much land, power, or wealth as possible. Evil is ultimately Self-serving. This is why we tend to raise our children to be selfless, or “Good,” rather than destructively selfish, or “Bad.”

By aligning your protagonists with virtues of “Good” and your Shadow, Threshold Guardians, and Devil Figure with sins of “Evil,” you lay a moral foundation for your story that will make innate sense to your reader. Everyone knows, to an extent, what kind of behavior is “good” and “bad.” By connecting your characters to various virtues and vices, you can build your story’s world by using age-old assumptions about right and wrong.

How to Innovate:

While coordinating your characters’ morality along the lines of Good and Evil is a fine starting point, you’d be wise to complicate things just a little. If you’re familiar with older television shows that had to conform to strict content guidelines, you know that stories with clearly defined morals of Good and Evil can come off as inauthentic or even cheesy.

That’s why it’s wise to complicate your characters with some moral “gray area.”

In practice, this “gray area” means blending Good traits with Evil ones. For example, your heroic, selfless Hero may struggle with some amount of selfishness (like fear or an instinct for self-preservation). This struggle is believable and easily related to by your reader.

Similarly, complicate your villains with some “Good” traits. It is often these enduring traits, like kindness or loyalty, that make readers fall in love with despicable characters, like Darth Vader and Hannibal Lecter.

Then there are characters whose moral compass is wildly uncertain. Known as the Shapeshifter, this character will often swing back and forth between Good and Evil traits, ultimately choosing between selflessness and selfishness. One such beloved character is Captain Jack Sparrow.

2. Haven vs. Wilderness

It isn’t just characters that should find themselves sorted between two opposing forces. Settings should, too.

The ultimate purpose of your story’s setting is to provide textured resistance to your Hero’s pursuit of the goal. While it may often be beautiful, it should always be dangerous. And while your settings may include pockets of safety and security, those pockets must be under threat or limited to a deadline.

Put simply, locations in your world exist on a spectrum stretching between Haven and Wilderness.

Haven is a place of safety and restoration. Not only will your Hero needs moments to pause and restore his/her supplies and spirit, but your reader needs these locations as well. Haven settings function as waypoints. They are often locations the Hero travels to in order to find a clue or tool that helps on the journey.

And while a Haven may be a place of relative safety, it must always be under threat from within or without. The enemy is not far behind. A spy lurks within. Or a ticking clock forces the Hero to quickly move on.

Then the Hero resumes his or her journey into the Wild. And the Wilderness can be both a physical one (desert, tundra, the vacuum of space, a swamp, the depths of an uncharted forest) and a spiritual one (loneliness, being a foreigner, exile, guilt).

Ideally your story takes the Hero into and through both kinds of locations with the intensity (and resistance to the journey) increasing with every foray into the Wilderness.

How to Innovate:

Readers like to be surprised within the safe context of the familiar. Consider ways that traditional “havens” might be wild and dangerous (especially for introverted or outdoorsy types) and the “wild” might be a comfortable haven.

Many storytellers have found ways to explore the ways that humanity and its creations (machines, the city) can be alienating and deadening. Whenever you flip these locations on their heads, you aim to give the reader a fresh experience.

Just make sure that your Wilderness always resists the Hero’s pursuit of the goal. That is what distinguishes Haven from Wilderness. A Haven restores, while the Wild resists.

3. Nature vs. Machine

This Hero’s Journey trope is incredibly popular and widely used. Have you ever noticed that the good guys are often outgunned? And have you ever noticed that the good guys, to overcome these incredible odds, will rely on clever uses of nature to win?

Many stories do this, from Indiana Jones to Avatar to The Lord of the Rings.

These stories use this theme because it works. There’s something cathartic about the Ents overthrowing Isengard or Indiana Jones taking down a German tank with nothing but a whip, a rock, and his grit.

In the world of your story, Nature is usually represented by trees and animals. Machine, meanwhile, is usually some mechanized weapon, like a tank, helicopter, plane, or some other unnatural creation of man.

This theme represents a harsh truth that many readers know: Man is painfully effective at destroying nature. Through deforestation, pollution, rising ocean temperatures, mass extinctions, and more, mankind is leaving a deathly footprint on the Earth.

Yet even as we all consciously or unconsciously contribute to various natural disasters, we innately want the Earth to win. Nature, after all, is beautiful. Trees and mountains and horses and sunsets are beautiful. Tanks, while “cool,” are not beautiful.

How to Innovate:

The obvious way to implement this theme is through battle.

But there are more subtle ways to bring the reality of this dichotomy into your story.

One way this happens is through spirituality. When a character acts in faith, rather than reliance on technology, the effect is immediate: Audiences love it. Think of the end of Star Wars when Luke uses the Force to destroy the Death Star, rather than his targeting computer. It’s awesome.

You can also layer this conflict in your story’s world through setting description. What kind of violence or destruction against nature is occuring? How is this affecting the characters as they pursue their own goals?

Or consider writing a story where mankind’s attempts to control nature (through machines, of course) fail and go horribly wrong? This especially works when the characters are mindful of this theme and the havoc it wreaks. That’s why Jurassic Park is so beloved over its woeful sequels. It actually dares to ask the tough questions about man, his love of mechanical control, and the wild power of nature to defy anything that would control it.

4. Father vs. Son

I don’t care how great your father or mother is. There is probably something about them that drives you crazy.

That’s the heart of this crucial relationship. Since fathers and sons (and mothers and daughters) are cut from the same genetic cloth, there will always be reason for conflict and reconciliation.

In a Hero’s Journey, this can appear in two ways:

  • Your hero is the son/daughter
  • Your hero is the father/mother

For examples of the Hero being the son/daughter, think of Star Wars, Indiana Jones, or Pixar’s Brave.

For examples of the Hero being the father/mother, think of The Odyssey, Freaky Friday, or (one of my absolute favorites) Arrival.

The key is that usually both the Hero and their parent (or child) are both Good. Yet they differ in traits that are Good, and also differ in complicating “Evil” traits as well. These differing values create the difference that result in the conflict that we all know so well from our own lives.

How to Innovate:

The best way to innovate within this theme is to be willing to explore multiple points of view. This is why Freaky Friday is a beloved coming-of-age comedy.

Another crucial method of innovation is to avoid age-specific stereotypes. This will reduce your Father vs. Son relationship to mere name-calling that never penetrates the surface of your characters.

Age, and the experiences that go with it, are entirely relative to each and every individual who has ever lived. No son or daughter feels ignorant, emotional, immature, or unbalanced. In their mind, everything makes complete sense.

And similarly, no father or mother feels strict, cranky, unfair, or uncool (well, maybe some do), but not in the way they might be labeled as such by their frustrated children.

In a nutshell, everyone is trapped in their own experience and merits empathy. That’s why you, as the storyteller, need to consider how to give each point of view its own valid weight. Otherwise your story might devolve into stereotypes and assumptions about whatever age group you feel is in the wrong.

5. Sibling vs. Sibling

Whether brothers by birth or brothers by adoption, siblinghood is the perfect dynamic for conflict.

Guardians of the Galaxy and The Avengers benefited from sibling angst, as the conflict between Nebula and Gamora anchors the plots of multiple films. Shakespeare centered the conflict of King Lear around warring sisters and brothers.

Just as parents and their children share enough traits to call themselves “family” but enough differences to become enemies, siblings experience the same conflict but with an added twist: Competition.

Rarely do parents and children compete for the same prizes. While parents are busy trying to make money, their kids are trying to win sports competitions, love, or god-knows-what. But two brothers can easily compete for the same pretty girl’s affections. Two sisters can easily go to war over the same stockpile of scholarships.

That’s why we’ve all heard of sibling rivalry.

And it begins young. Even now, my five-year-old daughter is learning to share time, food, toys, and her parents’ affections with her baby brother who hasn’t learned to say “Please” or “Thank you.” She’s doing all the heavy (sacrificial) lifting. It’s by God’s grace alone that she hasn’t tried to sell him on Ebay!

Centering your story’s conflict around two feuding siblings taps into age-old tension that your readers will understand quite well. It’s also something you can use for side characters (like Nebula and Gamora), villainous henchmen, or the primary antagonist of the story (Thor’s sister in Ragnarock).

How to Innovate:

Perhaps the most overused version of this relationship pits brother against brother as enemies. This dates back to myths of Oedipus’s children, when his sons kill each other in civil war.

And while the siblings-as-protagonist-and-antagonist form can still be relevant, it may be far more interesting to your reader to put both siblings on the same side and force them to work together. How will they overcome their individual ambitions to achieve a common goal? How will they maneuver the challenges and conflicts of varying traits (some of which are self-serving, or “Evil”) in order to stay united?

This duel-protagonist structure can work with brothers, sisters, or both. Avengers: Age of Ultron had it both ways, as Scarlet Witch and Quicksilver are twins recruited to fight the Avengers, only to be recruited to the side of “Good” before the story’s end.

Opposites Are Attractive to Your Readers

Each of these themes takes two similar things and shows the contrast between their two extremes:

  • Morality: Good and Evil
  • Human Inhabitability: Haven and Wilderness
  • Naturalism: Nature and Machines
  • Reproduction and Age: Father/Mother and Son/Daughter
  • Children in the Same Family: Siblings

When you craft your story in a way that explores these extremes, readers will love it. You reap the benefit of exploring familiar themes, but in new ways that are unique to the world of the story you are telling.

So how will you implement these situational, relational archetypes in your next Heroic Journey?

Can you think of examples of any of these Hero’s Journey themes? Are there other opposing pairs you find in stories? Share in the comments below!

PRACTICE

Think about the Hero’s Journey story you’ve been planning throughout this series. (Haven’t started planning one, or want to start from the beginning? Check out the full Hero’s Journey here.)

Which of these relationships could you build into your world? What characters and setting locations would be a great fit?

For fifteen minutes, identify one of the characters or settings in your story that fulfill one of the relationships and write a scene that shows that tension:

  • Good vs. Evil
  • Haven vs. Wilderness
  • Nature vs. Machine
  • Father vs. Son
  • Sibling vs. Sibling

Post your writing in the comments section below. Then read another writer’s comment and leave them some constructive feedback!

The post 5 Essential Hero’s Journey Themes and Symbolic Archetypes That Will Thrill Your Readers appeared first on The Write Practice.

How will you utilize the knowledge from this post?

https://econsultancy.com/how-who-gives-a-crap-built-loyal-following-feel-good-branding-commitment-customer-experience-cx/

Chances are you haven’t thought much about the ethical and environmental impact of your toilet paper. But if you have, would you be willing to pay more for toilet paper that has a positive impact on the environment and contributes towards social good?

The post How Who Gives a Crap built a loyal following through feel-good branding and a commitment to CX appeared first on Econsultancy.

9 Books Set in the Hudson Valley

When I was a child, my parents took my sisters and me apple picking in the Hudson Valley, though we thought of it only as upstate, a place with enough open space to astonish girls from Brooklyn, where running is done from curb to curb. 

That was as much as I knew about the Hudson Valley until I went to Marist College in Poughkeepsie, New York. Coming and going from class or the library, I’d walk along the edge of campus for the view of the river with the mountains rising behind it. In late in October, the first flush of color appeared, as though the veins of the leaves were lit with a thousand slow-moving fires. To see the mists rising off the Hudson on bitter winter mornings was to see a river of ghosts. In spring, the mountains were green and the river sparked with sunlight. In summer, I was gone. Two hours—the length of the ride on the Metro North from Poughkeepsie to Grand Central Station. Two hours, but it was leaving one world for another. 

At Marist, I learned that the Hudson Valley is a region of New York with its own distinct history, art, architecture, and literature. My novel, Ghosts of the Missing is set in the fictional Hudson Valley town of Culleton. The book follows Adair McCrohan goes to live with her uncle in the Culleton after the death of her mother. Her uncle is both caretaker and poet-in-residence at a writers’ colony, housed in what was once one of the grand estates of the region. 

The books below are either expressly about the Hudson Valley, or they are set there. As Ghosts of the Missing, the past and present often intersect and where they meet, there are hauntings, literal and figurative. Whether fiction or nonfiction, each portray the vibrancy of the region, its folklore, its tragedies, and its beauty.

Possessions: The History and Uses of Haunting in the Hudson Valley by Judith Richman

This book explores how the Hudson Valley gained its reputation as an especially haunted region with ghost stories that span centuries and cultural backgrounds. Richman deftly explains how tales of hauntings often have less to do with the dead and more to do with the living, searching for a way to understand their own world.

Image result for ask again yes by mary beth keane

Ask Again, Yes by Mary Beth Keane

Ask Again, Yes is set in the fictional Gillam, based on Pearl River, where author Mary Beth Keane grew up. Two New York City police officers live next door to each other, both having moved away from the city to remove their families from the violence of 1970s New York. The families’ lives remain entangled in ways none of them could ever predict.

World's End by T.C. Boyle

World’s End by TC Boyle 

TC Boyle won the Penn/Faulkner for World’s End, in which he tells the story of Walter Van Brunt, whose family of Dutch descent, have been settled in the Hudson Valley for generations. The novel spans from the 17th century through the late 1960’s as the heavy-drinking, lost-soul Walter searches for his father and is haunted, literally, by his family’s ghosts.

Tell the Wolves I'm Home by Carol Rifka Brunt

Tell the Wolves I’m Home by Carol Rifka Brunt 

It’s 1987 and fourteen-year-old June Elbus lives in suburban Westchester with her parents and her older sister. Sensitive June only feels truly at home with her Uncle Finn, a renowned artist who lives in New York City. When he dies of AIDS, she is lost, until her uncle’s partner reaches out to her. This book contrasts safe, even sedate, suburbia with Manhattan, a world June saw on her visits to Finn but one she only begins to experience after he is gone and she begins to visit his grieving boyfriend on her own. 

Little Chapel on the River by Gwendolyn Bounds

In this memoir by journalist Gwendolyn Bounds, she recounts an experience that is the opposite that of the fictional June Elbus. When Bounds’s Manhattan apartment is badly damaged on September 11, she finds a temporary home in Garrison and a new community in Guinan’s, the Irish bar known locally as the Little Chapel on the River. For Bounds, the Hudson Valley is the opposite of the city, a place of peace and solace. It is what she needs to regain her balance in a world completely changed.

The Widow’s House by Carol Goodman

A married couple move from Williamsburg, Brooklyn to their Hudson Valley college town where they become caretakers to an old estate, home to their former writing professor. Here again, the Hudson Valley is a respite to city life. Only in The Widow’s House, Clare Martin’s peace does not last as she begins to believe the old house may be haunted by the ghosts of the family who once lived there. 

Kaaterskill Falls by Allegra Goodman

Kaaterskill Falls by Allegra Goodman

Kaaterskill Falls is a small town in Greene County, where a robust Orthodox Jewish community spends its summers, alongside the secular, year-round “Yankee” population. Elizabeth Shulman, wife and mother of five, begins to wonder about the world outside the only one she’s ever known.

Light Years by James Salter

Light Years by James Salter

Light Years is about a couple named Nedra and Viri who are raising their two daughters in their beautiful Hudson Valley home. Salter frequently evokes the serenity of their surroundings, “The river is a reflection. It bears only silence, a glittering cold.” Yet this is one sentence of many can stand as a metaphor for the slowly failing marriage at the center of the book.

The Legend of Sleepy Hollow and Other Stories by Washington Irving

The Legend of Sleepy Hollow by Washington Irving

In Washington Irving’s short story, published in 1820, Sleepy Hollow as a “sequestered glen” that is part of Tarry Town, where “a drowsy, dreamy influence seems to hang over the land, and to pervade the very atmosphere.” Ichabod Crane is a schoolteacher and purveyor of ghost stories who becomes one himself when he vanishes in the night, possibly at the hands of the Headless Horseman. Ichabod and the Headless Horseman live on in local lore, both in the story and in life, as Irving’s story is so emblematic of the Hudson Valley, that part of Tarrytown was re-named Sleepy Hollow in its honor. 

The post 9 Books Set in the Hudson Valley appeared first on Electric Literature.

What’s the most helpful content marketing tip you’ve discovered from this post?

https://www.rohitbhargava.com/2020/02/best-worst-super-bowl-marketing-ads-strategy-2020.html

Can a Super Bowl ad that costs nearly $6 million be worth it?

That’s a question worth debating if you’re in marketing, so let’s take a look at some of the Super Bowl marketing strategies behind the ads from this year’s big game and see which ones were the biggest winners and losers. For longtime readers, you know I’ve done this before but in past years when I was working at a large agency, I would tread carefully when doing my Super Bowl recaps to make sure I didn’t accidentally mention a client.

Thankfully, being out on my own means I don’t have to measure my words, so what follows is entirely my unfiltered opinion about the ads that worked and the ones that didn’t. Let’s start with the worst strategies of the big game …

Worst Strategy: Discover Card

[youtube https://www.youtube.com/watch?v=TV2ffYHBtbM?feature=oembed&w=620&h=349]

Doubling down with two ads focusing on two features of credit cards most people take for granted would probably be more meaningful if people ever thought about these two things. There are dozens of credit cards with no annual fees and most people never even consider their card might not be accepted everywhere. Unless they have a Discover card apparently, in which case both of those things must be a big deal.

Worst Strategy: Planters

[youtube https://www.youtube.com/watch?v=MoVpgtAJHfU?feature=oembed&w=620&h=349]

Relying on people watching a pre-game ad in order to have the storyline for your in-game ad make sense isn’t a good bet. Neither is hoping people still have an emotional attachment to a long-forgotten monocle-wearing mascot from 1916.

Worst Strategy: Facebook

[youtube https://www.youtube.com/watch?v=B0uYOOTz6kk?feature=oembed&w=620&h=349]

One of the richest companies in the world that has daily issues with ethics, privacy and morality chooses to run an ad reminding us all that there are Facebook groups for people who have niche interests? We need this platform to do a lot more in the world than this. Focusing on promoting groups while ignoring their many issues was weak and just plain disappointing.

Worst Strategy: Pepsi

[youtube https://www.youtube.com/watch?v=ddADu4-A7Io?feature=oembed&w=620&h=349]

While rival Coke used their Super Bowl spot to strategically and entertainingly introduce their new energy drink, this Pepsi spot was a forgettable song remake that shows a red can inexplicably being painted black because … well, just because. This is all to introduce Pepsi Zero Sugar – but unfortunately it makes zero sense too.

Worst Strategy: Walmart

[youtube https://www.youtube.com/watch?v=suVwYyIe1nY?feature=oembed&w=620&h=349]

I’m not sure why any brand would pay more money to take a pretty good creative concept they already used last year and remake it to be worse and more confusing … but that’s exactly what Walmart managed to do this year. The spot from last year was clever and original to introduce their grocery pickup feature using many different cars. This year’s remake using spaceships was a sad and less effective redo that should never have been approved.

Best Strategy: Dashlane

[youtube https://www.youtube.com/watch?v=B5lslSPfhkg?feature=oembed&w=620&h=349]

I am a HUGE fan of using the platform of the Super Bowl to introduce people to a new product or service they haven’t heard of yet. This one for Dashlane does it in a clever, funny and totally relatable way.

Best Strategy: P&G

[youtube https://www.youtube.com/watch?v=CvUDuu58zbo?feature=oembed&w=620&h=349]

This ad was so clever I was envious. I mean, using one spot to feature at least half a dozen different brands, including the branded campaign icons for each was just so smart. I counted Troy Polamalu for Head & Shoulders, the Old Spice guy, Mr. Clean, the Charmin bear, a weird appearance by Rob Riggle for Bounce, a product shot for Fabreze and an Olay reference. This was probably the strategy winner of the night for me.

Best Strategy: Microsoft

[youtube https://www.youtube.com/watch?v=_xPn4DXIj5w?feature=oembed&w=620&h=349]

The brand already provides the sideline technology for the NFL, so it was a masterful move to do something that just about any other brand could have done … celebrate the first woman to coach in an NFL team in the Super Bowl. This spot was on trend, emotionally powerful and (unlike the entertaining but unstrategic spot from Olay), it was also right on brand.

Best Strategy: Google

[youtube https://www.youtube.com/watch?v=6xSxXiHwMrg?feature=oembed&w=620&h=349]

The storytelling in this spot was probably the best of the night for me, reminding people of the vital connection between technology and humans. Ironically, Google was promoting the same idea as Facebook … yet unlike Facebook, their spot managed to be human, emotional, real and not vaguely self-promotional.

Best Strategy: Hyundai

[youtube https://www.youtube.com/watch?v=85iRQdjCzj0?feature=oembed&w=620&h=349]

I loved the idea of introducing the “Smaht Pahk” feature by using a collection of actors with the New England accent. It was a fun and memorable way to introduce a great feature of the new Hyundai Sonata, and a gag that carried through even to the brand’s tagline: “Bettah Drives Us.” Nice idea and great execution.

Best Strategy: Reese’s Take 5 Bar

[youtube https://www.youtube.com/watch?v=GopnY1XU4QI?feature=oembed&w=620&h=349]

Similar to the upside for Dashlane of introducing a new product, this spot made the idea of a bar you’ve never heard of fun and helped get the point across that there’s a new candy bar you should know about and might want to try. Unless you have your head up your own ass, of course.

Want to read the full list of my Super Bowl Marketing strategy recaps from previous years?

Hit the love button if you love this info!

https://www.rohitbhargava.com/2020/02/best-worst-super-bowl-marketing-ads-strategy-2020.html

Can a Super Bowl ad that costs nearly $6 million be worth it?

That’s a question worth debating if you’re in marketing, so let’s take a look at some of the Super Bowl marketing strategies behind the ads from this year’s big game and see which ones were the biggest winners and losers. For longtime readers, you know I’ve done this before but in past years when I was working at a large agency, I would tread carefully when doing my Super Bowl recaps to make sure I didn’t accidentally mention a client.

Thankfully, being out on my own means I don’t have to measure my words, so what follows is entirely my unfiltered opinion about the ads that worked and the ones that didn’t. Let’s start with the worst strategies of the big game …

Worst Strategy: Discover Card

[youtube https://www.youtube.com/watch?v=TV2ffYHBtbM?feature=oembed&w=620&h=349]

Doubling down with two ads focusing on two features of credit cards most people take for granted would probably be more meaningful if people ever thought about these two things. There are dozens of credit cards with no annual fees and most people never even consider their card might not be accepted everywhere. Unless they have a Discover card apparently, in which case both of those things must be a big deal.

Worst Strategy: Planters

[youtube https://www.youtube.com/watch?v=MoVpgtAJHfU?feature=oembed&w=620&h=349]

Relying on people watching a pre-game ad in order to have the storyline for your in-game ad make sense isn’t a good bet. Neither is hoping people still have an emotional attachment to a long-forgotten monocle-wearing mascot from 1916.

Worst Strategy: Facebook

[youtube https://www.youtube.com/watch?v=B0uYOOTz6kk?feature=oembed&w=620&h=349]

One of the richest companies in the world that has daily issues with ethics, privacy and morality chooses to run an ad reminding us all that there are Facebook groups for people who have niche interests? We need this platform to do a lot more in the world than this. Focusing on promoting groups while ignoring their many issues was weak and just plain disappointing.

Worst Strategy: Pepsi

[youtube https://www.youtube.com/watch?v=ddADu4-A7Io?feature=oembed&w=620&h=349]

While rival Coke used their Super Bowl spot to strategically and entertainingly introduce their new energy drink, this Pepsi spot was a forgettable song remake that shows a red can inexplicably being painted black because … well, just because. This is all to introduce Pepsi Zero Sugar – but unfortunately it makes zero sense too.

Worst Strategy: Walmart

[youtube https://www.youtube.com/watch?v=suVwYyIe1nY?feature=oembed&w=620&h=349]

I’m not sure why any brand would pay more money to take a pretty good creative concept they already used last year and remake it to be worse and more confusing … but that’s exactly what Walmart managed to do this year. The spot from last year was clever and original to introduce their grocery pickup feature using many different cars. This year’s remake using spaceships was a sad and less effective redo that should never have been approved.

Best Strategy: Dashlane

[youtube https://www.youtube.com/watch?v=B5lslSPfhkg?feature=oembed&w=620&h=349]

I am a HUGE fan of using the platform of the Super Bowl to introduce people to a new product or service they haven’t heard of yet. This one for Dashlane does it in a clever, funny and totally relatable way.

Best Strategy: P&G

[youtube https://www.youtube.com/watch?v=CvUDuu58zbo?feature=oembed&w=620&h=349]

This ad was so clever I was envious. I mean, using one spot to feature at least half a dozen different brands, including the branded campaign icons for each was just so smart. I counted Troy Polamalu for Head & Shoulders, the Old Spice guy, Mr. Clean, the Charmin bear, a weird appearance by Rob Riggle for Bounce, a product shot for Fabreze and an Olay reference. This was probably the strategy winner of the night for me.

Best Strategy: Microsoft

[youtube https://www.youtube.com/watch?v=_xPn4DXIj5w?feature=oembed&w=620&h=349]

The brand already provides the sideline technology for the NFL, so it was a masterful move to do something that just about any other brand could have done … celebrate the first woman to coach in an NFL team in the Super Bowl. This spot was on trend, emotionally powerful and (unlike the entertaining but unstrategic spot from Olay), it was also right on brand.

Best Strategy: Google

[youtube https://www.youtube.com/watch?v=6xSxXiHwMrg?feature=oembed&w=620&h=349]

The storytelling in this spot was probably the best of the night for me, reminding people of the vital connection between technology and humans. Ironically, Google was promoting the same idea as Facebook … yet unlike Facebook, their spot managed to be human, emotional, real and not vaguely self-promotional.

Best Strategy: Hyundai

[youtube https://www.youtube.com/watch?v=85iRQdjCzj0?feature=oembed&w=620&h=349]

I loved the idea of introducing the “Smaht Pahk” feature by using a collection of actors with the New England accent. It was a fun and memorable way to introduce a great feature of the new Hyundai Sonata, and a gag that carried through even to the brand’s tagline: “Bettah Drives Us.” Nice idea and great execution.

Best Strategy: Reese’s Take 5 Bar

[youtube https://www.youtube.com/watch?v=GopnY1XU4QI?feature=oembed&w=620&h=349]

Similar to the upside for Dashlane of introducing a new product, this spot made the idea of a bar you’ve never heard of fun and helped get the point across that there’s a new candy bar you should know about and might want to try. Unless you have your head up your own ass, of course.

Want to read the full list of my Super Bowl Marketing strategy recaps from previous years?

Write About Your Furry Friends: 18 Pet Publications That Want Your Stories

Your dog is the smartest and cat is the cuddliest. Surely, you have a tale or two about the time Charlie ate the couch cushions, or Daisy unboxed the UPS delivery.

Pets can be a wonderful inspiration, and there are many outlets looking for your stories.

Study the magazine or website to get a feel for the tone and content. If you’re writing an expository feature, be sure to research fully and use accurate citations. If you are working on a personal story, write from the heart. Good hi-res photos are usually welcome.

18 publications that want your pet stories

Why not combine your love of animals with your talent in writing? Here are 18 outlets to pitch. 

To help you find the right fit, we’ve compiled a list of publications that will consider your pet articles, as well as tips on how to pitch the editor, how to contact and, whenever possible, how much the outlet pays. The details of payment often depend on each editor, the amount of work involved and your experience.

Here are 18 opportunities for pet writers.

1. All Creatures

This national magazine features heartwarming stories about the animals who share our lives. They publish true first person accounts, interviews and inspiring articles. One way to break in is by submitting much-needed material to these columns: Is This for Real? Their Mysterious Ways, Creature Comforts and Should I Be Worried? (Study the magazine for examples.)

Payment: Varies with pitch, length of article, research involved, etc.

How to pitch: Pitch allcreatures@guideposts.org. Include as many specifics in the subject line as possible. (i.e. “Submission: Mysterious Horse Sighting Confirmed Mom Was Watching Over Us”).

2. Simply Pets

Simply Pets is a lifestyle magazine for the whole family, available digitally or in print and sold in Barnes & Noble stores. The website describes the magazine as “one that represents you as a pet parent, as well as your petkids, your values and your interests as a pet-loving person.”

Payment: No monetary compensation, but author bio and links will promote you to their audience.   

How to pitch: Check out their submission guidelines and email info@simplypetsmagazine.com with “Great story to be told” in the subject line.   

3. Chicken Soup for the Soul

The brand’s popularity and the high volume of stories in each book make Chicken Soup for the Soul an exciting market for authors. Each volume features 101 true stories submitted by writers just like you. For animal lovers, there are opportunities to contribute to a new dog book and a new cat book each year. All stories should be true and written in first person.

Payment: $200, plus 10 free copies of the book where your story appears.

How to pitch: Submissions are accepted only through the website form. 

4. The Bark

Well-researched, journalistic articles are most likely to find a home in this magazine, seeking to publish “literate and entertaining” dog-centric articles and stories. They also accept shorter web articles (less than 600 words).

Payment for magazine: Varies according to complexity and length of article, and is individually negotiated. Payment for website only, plus a one-year complimentary subscription to The Bark.

How to pitch: Submit magazine article or queries to submissions@thebark.com, submit website articles to editor@thebark.com with “YOUR LAST NAME and WEB ORIGINALS SUBMISSION” in the subject line.

5. The Dodo

This website posts entertaining, highly shareable animal videos and stories. Writers have an opportunity to tell stories that go along with their videos and slide shows. Think popular, trendy, and amazing!

Payment: This information is not disclosed on the website.

How to pitch: Send your pitch here.  

6. Dogster

Dogster is a popular magazine and website where dog lovers come together for expert advice on everything from dog breeds, to barking, to training issue, to dog cancer treatments.

Payment: Varies.

How to pitch: Submit queries only (no fully written articles) here.

7. Catster

Cat lovers will find informative articles in this magazine and website, on topics such as cat breeds, vocalizations, feeding and health and wellness.

Payment: Varies

How to pitch: Submit queries only (no fully written articles) here.

 8. Animal Wellness

Articles in this magazine focus on holistic healing and provide readers with information to help them make health care choices for their dogs and cats. They’re looking for articles on topics including physical, emotional and spiritual wellbeing. To break in, consider writing short features such as Animal Passages, Warm & Fuzzy, and Tail End. (See magazine for examples.)

Payment: Varies with pitch, length of article, research involved, etc.

How to pitch: Send complete articles or story outlines to ann@redstonemediagroup.com

9. Guideposts

This inspirational magazine is always looking for great animal stories. Guideposts publishes true, first person stories about people who have attained a goal, surmounted an obstacle or learned a helpful lesson through their faith. When writing about your pet, be sure to write about how that pet has helped you heal, physically or emotionally.  

Payment: Varies with pitch, length of article, research involved, etc.

How to pitch: Submit your query here. 

10. Pets in the City Magazine

You’ll find multiple opportunities for submitting to this print and digital pet magazine. They’re looking for informative articles, profiles of local rescue organizations, articles on breed profiles, training how-to’s, seasonal tips and informational guides on exotic pets. 

Payment: This information is not disclosed on the website.

How to pitch: Query with a short synopsis of your article to Editor@PetsInTheCityMagazine.com with “Submission: article/store title xx word count” in subject line.

You can also submit these short features:

  • Rescue Stories: Submit your short (300 words) story about a pet you got from a shelter or rescue group. (Include a high resolution JPEG image of your pet) to info@petsinthecitymagazine.com with “PIC Rescue story” in the subject line.
  • Goodbye Tribute: Submit your short (250 words) tribute to your late pet. (Include a high resolution JPEG of your pet) to: info@petsinthecitymagazine.com: with “PIC Saying Goodbye” in the subject line.  

11. Natural Cat Care Blog

Do you have an uplifting, true story about you and your cat? Or an expert post about natural cat health and wellbeing? This site is looking for helpful posts including DIY eco cat toys, green cat care options, and helpful or inspiring content about cat healing, behavior, and healthy and holistic feeding. Articles that are 500-1,300 words is the ideal range.

Payment: No monetary compensation.

How to pitch: Submit your full article in email to liz@naturalcatcareblog.com with “Guest Post Submission” in the subject line. 

12. Your Pet Space

This website offers a wide range of perspectives on a variety of pets and pet subjects. They’re looking for helpful articles, as well as posts from nonprofit organizations and pet vendors about their work and products.

Payment: $20/article

How to pitch: Query managing editor Jessica Smith at managerjessica@yourpetspace.info

13. The Chronicle of the Horse

 The Chronicle of the Horse is a national bi-weekly magazine focused on dressage, jumping, foxhunt, steeplechase racing and other sport horse news. In addition, they publish articles on horse care and profiles of prominent horse people. They occasionally accept humor, human interest and historical articles.

The Chronicle of the Horse Untacked, a sister publication, is looking for articles on fashion, travel, product reviews and other elements of the equestrian lifestyle.

Payment: News stories (approximately 1,500 words) offer payment of $165-$220. Feature articles offer payment of (approximately 1,500-2,500 words) $150-$400.

How to pitch: Submit stories to brasin@coth.com

14. Horse Network

It’s hard to imagine an aspect of equestrian life and horsemanship that isn’t covered on this website. Subjects include horse sports, trends, training, health, cowboy culture, fashion, art, literature and more. They are currently seeking articles on horse health, profiles, interviews, and human interest stories.

Payment: $50 and up for an article. In addition, you’ll receive extra compensation ($100) if your post becomes popular on social media.

How to pitch: Submit your work here.

15. Reptiles Magazine

Reptiles is a bimonthly magazine catering to reptile and amphibian hobbyists at all levels of experience, from beginner to veteran. They are seeking articles on pet reptile husbandry, breeding “herps” in captivity, field herping/travel, conservation and health.

Payment: $300 on average, for 2a ,000 to 2,500 word piece with photos.

How to pitch: Email your query to reptileseditorial@gmail.com

16. Tropical Fish Hobbyist

If your hobby involves aquariums and fishkeeping, you may find just the right outlet for your writing in Tropical Fish Hobbyist. They’re seeking articles about freshwater fish, saltwater fish, aquatic plants, aquarium basics, food and feeding. Articles should be between 10,000 and 20,000 characters-with-spaces.

Payment: This information is not disclosed on the website.

How to pitch: Submit manuscripts as email attachments to associateeditor@tfh.com 

17. Continental Kennel Club

The CKC audience includes dog breeders, dog owners, canine professionals, puppy buyers, affiliate clubs and event participants. According to their website, “If you’re as passionate about dogs as we are, we would love to feature your work on our site.” They are looking for articles on responsible breeding, training, health, nutrition, grooming, lifestyle, travel, DIY projects, recipes, and opinion pieces.

Payment: No monetary compensation.

How to pitch: Submit your work to editor@ckcusa.com

18. I Heart Pets

This website is devoted to “finned, feathered and furry fun.” The site is full of sharable photos and videos, and you can also submit your true stories.

Payment: This information is not disclosed on the website.

How to pitch: Send your story to IHeartPetsOnline@gmail.com

Have you pitched any of these pet publications? Do you have other favorites you’d add to the list?

Photo via 4 PM production / Shutterstock 

The post Write About Your Furry Friends: 18 Pet Publications That Want Your Stories appeared first on The Write Life.

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